Over 40% of Podcast Listeners Will Consider Purchasing Advertised Brands


Technology brought us video on demand a while back. Now consumers are discovering the joy of audio on demand. Specifically, they are incorporating podcasting into their entertainment stream. Whether it’s listening to motivational speakers, enjoying a lecture, or grooving to their favorite tunes, over 50% of U.S. consumers are podcast listeners.

Podcast Listener Demographics

The Podcast Consumer 2019, from Edison Research, digs deeps into the kind of data your clients will want to know. For example, about 32% of U.S. consumers have listened to a podcast in 2019. Interestingly, about 36% of men have listened in the past month, compared to 29% of women. If your clients are complaining about how hard it is to connect with men, let them know about podcasts. Consumers who enjoy podcasts are also on the younger side. While 39% of 25-​to-​54 year-​olds have tuned in during the past month, only 17% of consumers over age 55 have done so. Your clients should remember that younger consumers have spending power. In any given month, teens (ages 12–17) comprised 10% of the podcast listening audience.

Listening Frequency

The frequency of podcast listening is also increasing. 47% of weekly podcast consumers say they are listening more. The majority of consumers tune in via smartphone. While 90% listen at home, 64% are plugged in during their drive. Another 49% make use of their walking around time by listening to their favorite podcasts.

Popular Topics and Advertising Influence

Top podcast topics include music (39%), news and information (36%), and entertainment and celebrity gossip (32%). While they're listening to the content, they are also hearing brand messages. At least 17% are much more likely to consider the brands they hear advertised, while 37% are somewhat more likely to do the same.

Talk with your clients about the importance of advertising on podcasts. You can give them a complete profile of Podcast Listeners by checking out the information on AudienceSCAN, available at AdMall from SalesFuel.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.